Jordan Kim Labels, Packaging & Sustainability Editor at 4OVER4.COM
Jordan is our labels, packaging and sustainability voice, built from the knowledge of our production team, with over 20 years in printing.
Question
How does sustainability affect Gen Z purchasing decisions?
Answer
Sustainability is a real purchase driver for Gen Z, not just a talking point. According to First Insight (2024), 73 percent of Gen Z consumers will pay more for sustainable products, and they research claims before buying.
- Choose recycled paper stocks where the look and durability allow.
- Use eco-friendly inks to back up the message on the piece itself.
- State your commitments directly on the material, since this audience reads labels and checks the details.
The key is proof over slogans. Gen Z rewards brands whose environmental claims hold up to a quick look, and penalizes ones that do not.
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